Project 01
CleanEats: Paid Social Video Ads
My Role
From June to September 2026, I worked as an AI Content Creator at Coda Labs, the London-based company behind CleanEats, a food-scanning and meal-planning app targeting the US market. I owned the paid social video ads end to end, from research and ideas to scripts and final production.
My role covered creative concepts, scripts, AI-generated visuals and video production, turning the app’s features into short, engaging ads designed around everyday food and health goals.
The Creative Direction
A key part of the strategy was Cleany, CleanEats’ white mascot. I used the character as a consistent face across the ads, introducing Cleany early in the story to connect the audience’s problem directly to the product.
Rather than explaining every app feature, each ad focused on one recognisable problem — choosing the right meal, understanding whether a food supports a goal, planning meals, managing calories or avoiding constant calculations.
I developed different hooks and scenarios around these problems, then brought the CleanEats interface into the ad to show the solution clearly.
AI-Assisted Production
I used an AI-assisted production workflow to develop the creatives from concept to final video, including character development, image generation, animation and video direction.
Each concept was designed as a sequence of keyframes before animation, with camera angles, character actions, expressions and product placements planned around the final edit.
Swipe to see all eight ads →
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01 — Meal Planning & Routine
Built around the everyday question of “What am I eating today?”, this ad turns meal-planning frustration into a product walkthrough. It demonstrates how CleanEats plans meals around the user’s goals, provides recipes and a shopping list, and tracks calories and macros throughout the day.
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02 — Daily Nutrition Tracking
A variation of the meal-planning concept with greater emphasis on removing manual calculations. The ad follows the journey from planning and cooking to logging meals, showing how CleanEats automatically brings calories and macros together across the day.
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03 — Beyond Calories
This concept challenges calorie-only tracking with the question: “What else am I actually eating?” The creative uses a distinctive pixel-art/RPG world to introduce CleanEats’ health report, showing nutrients such as protein, fibre, saturated fat and sodium alongside personalised insights based on the user’s goal.
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04 — Busy Working Mum
Created specifically around the time pressure experienced by working mothers, this shorter ad moves quickly from the problem to the product. CleanEats is positioned as a way to generate a full week of meals quickly, turning a functional meal-planning feature into a clear time-saving benefit.
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05 — School Lunch & Energy
A parent-focused story built around a child’s afternoon tiredness after lunch. The ad moves from concern to product demonstration, using CleanEats to scan the lunch, examine its nutritional content, set an energy goal and generate a weekly meal plan and shopping list.
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06 — The Salad Challenge
This ad uses a social challenge as the hook: two friends guess the calories in their lunches before checking with CleanEats. The unexpected result creates the reveal, while the scan demonstrates how ingredients such as dressing, cheese, croutons and avocado can change the overall calorie count.
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07 — The Afternoon Coffee
Built around the familiar 3 p.m. energy slump, this concept initially frames coffee as the solution before shifting attention to food intake. CleanEats reveals the character’s low calorie, carbohydrate and protein intake, connecting the scanning feature to a recognisable everyday problem.
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08 — Busy Mum / Quick Tracking
This ad focuses on making nutrition tracking fit into a busy routine rather than becoming another task. A fast-paced sequence of childcare, work and household responsibilities leads into the CleanEats demo, showing meal scanning, calories, macros, micronutrients and the Weight Score before returning to the character’s everyday life.
